An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students

Male college students have been observed to have low mental health literacy and help-seeking behaviors. The purpose of this study was to apply social marketing theory to address mental health literacy among male undergraduate students in order to improve both mental health literacy and help-seeking...

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Autores principales:	Rita DeBate, Amy Gatto
Formato:	article
Lenguaje:	EN
Publicado:	New Prairie Press 2021
Materias:	college health mental health male undergraduate students social marketing mental health literacy Special aspects of education LC8-6691 Public aspects of medicine RA1-1270
Acceso en línea:	https://doaj.org/article/6a18758ce1294f95bd6c985feffc6d3c
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spelling	oai:doaj.org-article:6a18758ce1294f95bd6c985feffc6d3c2021-11-18T18:11:40ZAn Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students10.4148/2572-1836.10952572-1836https://doaj.org/article/6a18758ce1294f95bd6c985feffc6d3c2021-04-01T00:00:00Zhttps://newprairiepress.org/cgi/viewcontent.cgi?article=1095&context=hbrhttps://doaj.org/toc/2572-1836Male college students have been observed to have low mental health literacy and help-seeking behaviors. The purpose of this study was to apply social marketing theory to address mental health literacy among male undergraduate students in order to improve both mental health literacy and help-seeking behaviors. The current study employed qualitative methods involving key informant interviews among male undergraduate university students (n = 26). Participants were provided three vignettes representing a male college student presenting with anxiety, depression, or stress during the key informant interviews. The concepts from the key informant interviews were mapped onto the social marketing theory marketing mix (product, price, place, promotion). The social marketing mix identified methods to improve professional help-seeking behaviors (product) among male undergraduate students by reducing stigma, both perceived social stigma and self-stigma, as well as addressing masculine norms (price) in locations where students are comfortable, such as the university health center or the Internet (place), by connecting the physical signs and symptoms (promotion) to mental health concerns. Findings were translated into a targeted and tailored social marketing campaign implemented in male restrooms in the campus recreation center. Social marketing theory is a valuable tool for developing targeted and tailored social marketing programs for mental well-being among college students.Rita DeBate Amy GattoNew Prairie Pressarticlecollege healthmental healthmale undergraduate studentssocial marketingmental health literacySpecial aspects of educationLC8-6691Public aspects of medicineRA1-1270ENHealth Behavior Research, Vol 4, Iss 2 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	college health mental health male undergraduate students social marketing mental health literacy Special aspects of education LC8-6691 Public aspects of medicine RA1-1270
spellingShingle	college health mental health male undergraduate students social marketing mental health literacy Special aspects of education LC8-6691 Public aspects of medicine RA1-1270 Rita DeBate Amy Gatto An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students
description	Male college students have been observed to have low mental health literacy and help-seeking behaviors. The purpose of this study was to apply social marketing theory to address mental health literacy among male undergraduate students in order to improve both mental health literacy and help-seeking behaviors. The current study employed qualitative methods involving key informant interviews among male undergraduate university students (n = 26). Participants were provided three vignettes representing a male college student presenting with anxiety, depression, or stress during the key informant interviews. The concepts from the key informant interviews were mapped onto the social marketing theory marketing mix (product, price, place, promotion). The social marketing mix identified methods to improve professional help-seeking behaviors (product) among male undergraduate students by reducing stigma, both perceived social stigma and self-stigma, as well as addressing masculine norms (price) in locations where students are comfortable, such as the university health center or the Internet (place), by connecting the physical signs and symptoms (promotion) to mental health concerns. Findings were translated into a targeted and tailored social marketing campaign implemented in male restrooms in the campus recreation center. Social marketing theory is a valuable tool for developing targeted and tailored social marketing programs for mental well-being among college students.
format	article
author	Rita DeBate Amy Gatto
author_facet	Rita DeBate Amy Gatto
author_sort	Rita DeBate
title	An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students
title_short	An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students
title_full	An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students
title_fullStr	An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students
title_full_unstemmed	An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students
title_sort	application of social marketing theory to develop a social marketing campaign to address mental health literacy and help-seeking behavior among male college students
publisher	New Prairie Press
publishDate	2021
url	https://doaj.org/article/6a18758ce1294f95bd6c985feffc6d3c
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An Application of Social Marketing Theory to Develop a Social Marketing Campaign to Address Mental Health Literacy and Help-seeking Behavior among Male College Students

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